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Fiat Body-Paints a Dozen Naked Women to Sell Cars

The elaborate photo, accompanied with the tagline “Made of pure muscle,” is a print ad for the upcoming “Body Issue” of ESPN the Magazine. According to the ad’s makers, the team “spent days” organizing the poses of the women, mapping exactly where they would be located in the shot, and then painting their bodies and creating this photograph which many might construe as a work of art. Others might call it yet another objectification of women.

Dallas-based Richards Group has traveled down this sexy road before with a video spot it created in 2011, featuring a saucy Italian-speaking woman who is the object of a man’s fantasies and suddenly turns into a Fiat 500 Abarth as soon as the man leans over to kiss her.

While this print ad might seem to be completely original, there have been similar efforts, such as an ad created for the Government of South Australia for a road safety campaign, pointed out by a commenter on Carscoops: Take a look at the video embedded below to see how this difficult Fiat project was executed — and watch with care because, with the nudity, some of it might be not suitable for work.

Even though the painting and contortions result in a rather distorted version of the car, I think this is a creative and artistic effort. What do you think? Is this an objectification of women, a work of art, both or neither? Let us know in the comments.

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Evan Varsamis is driven by his passion for technology, innovation and vision of an ever improving and informative web. The company he founded, Cloudie Co. is a testament of that. Evan is constantly seeking to invest in new startup projects that support his vision.